Toni Breidinger has made waves by celebrating her new two-race sponsorship with luxury fashion label Coach in an unconventional way, sipping coffee from a Coach Soho sneaker on the set of a promotional shoot. The Toni Breidinger Coach sponsorship deal highlights a growing partnership between the rising NASCAR driver and leading fashion and lifestyle brands.
Fashion-forward Racing Partnership Unveiled
On June 5, 2025, TRICON Garage racer Toni Breidinger revealed her collaboration with Coach, showcasing the brand’s black and white colors on her #5 toyota/”>Toyota Tundra. Known also for her modeling work with Victoria’s Secret, Breidinger shared behind-the-scenes moments from her Coach promo shoot, where she cleverly used the Soho sneaker as her cup holder, blending style and fun on the streets of New York City.
Breidinger’s association with Coach began previously with their Soho Sneaker campaign, which included a prominent video filmed in New York City. Her enthusiasm for partnering with Coach was clear when she posted about her new race suit featuring the brand’s logo on X. She debuted the Coach-themed paint job during last month’s Truck Series event at Michigan International Speedway and will race again in Coach colors this October at Talladega Superspeedway.
Reflecting on her journey, Breidinger expressed her appreciation for the opportunity:
“Proud to have @Coach on my truck for this weekend’s race at Michigan. To be a part of their SoHo Sneaker Campaign and now have them on the truck is a dream. Grateful to work with brands who embrace me and my self-expression.”
—Toni Breidinger, TRICON Garage Driver
Her race suit and car design showcase the intersection of motorsports and fashion branding, a direction that matches her dual pursuits in racing and modeling. While Breidinger achieved an 18th-place finish at Rockingham Speedway earlier in the season, she continues to compete despite recent results of 20th or lower, as TRICON Garage teammate Corey Heim holds a commanding lead in the drivers’ standings.
Expanding Brand Ties with Dave and Buster’s
Further expanding her brand associations, Toni Breidinger was named the official summer ambassador for Dave and Buster’s, marking the entertainment restaurant chain’s first partnership within NASCAR. The upcoming New York race on August 8 will feature Dave and Buster’s as the primary sponsor on Breidinger’s #5 Toyota, and she will debut a specially designed race suit for the occasion.
In her announcement, Breidinger shared her personal excitement about partnering with the iconic venue:
“I’ve been a fan of Dave & Buster’s for as long as I can remember. I always stop in when I’m on the road. I love the games and energy, so getting to partner with a brand I genuinely enjoy is really exciting for me. There’s nothing like being behind the wheel, whether it’s on the track or in the arcade, and now I get to do both at one of my favorite places. I’m so excited to compete with fans who love racing as much as I do and make this a summer to remember.”
—Toni Breidinger, TRICON Garage Driver
Breidinger also promoted the Dave & Buster’s Leaderboard Challenge via social media, a contest offering fans a chance to win NASCAR tickets, autographed merchandise, and even a new car as the grand prize, reflecting her continued engagement with racing enthusiasts both on and off the track.
Racing Ahead: Upcoming Events for Toni Breidinger
Looking forward, Toni Breidinger is set to line up at Lucas Oil Indianapolis Raceway Park for her 16th Truck Series race. Fans can tune in to the event on July 25 at 8 p.m. ET, where Breidinger will continue to represent her growing list of high-profile partners, including Coach and Dave and Buster’s, merging her racing ambitions with major brand collaborations.
These sponsorships not only illustrate changing dynamics in NASCAR sponsorships but also highlight the appeal of crossover opportunities for athletes like Breidinger. As the season progresses, her visibility on track and in the world of fashion and brand engagement is expected to rise, bringing new audiences to the sport and offering brands an energetic, relatable face within the racing community.
Our Reader’s Queries
Q. What is Toni Breidinger’s story?
A. Growing up in Hillsborough, California, Breidinger began racing go-karts when she was nine. After five years in karting, she transitioned to the USAC Western US Asphalt Midget Series at 15 in 2014 and won the championship there two years later.
